Branding a downtown to reflect a newfound energy.

If you could find “undiscovered gem” in a dictionary, you’d see a photo of downtown Allentown. After a decade of reinvesting and rebuilding, a 10-block area has been reborn. New sports/concert arena. Restaurants. Music venues, boutique hotels. Entertainment for all. After conducting research, we learned that perception outpaces reality. People aren’t aware that the downtown has changed for the better. The new branding — logo, colors, type, messaging, website, tagline — will raise the downtown’s profile and convey an energetic new vibe. It’s the first step to building consistent, on-brand communications to help people rediscover a new and much improved Allentown.